FINN Partners Identifies 'Intentional Travel' as Key 2026 Trend

Event summary

  • FINN Partners released its 2026 TrendHawk report on February 12, 2026, outlining shifts in travel behavior.
  • The report highlights 'intentional travel' as a key trend, with travelers prioritizing meaningful, values-driven experiences.
  • AI-driven discovery and hyper-personalized luxury are identified as major influencers in trip planning.
  • FINN Partners operates 35 offices across three continents with over 1,300 professionals.

The big picture

The 2026 TrendHawk report underscores a broader industry shift toward experiential and values-driven travel, reflecting post-pandemic consumer priorities. FINN Partners' insights suggest that brands able to leverage AI and personalization will lead the market. The report positions FINN as a key influencer in travel marketing strategy, reinforcing its role as a global communications leader.

What we're watching

Market Adaptation
How travel brands will operationalize 'intentional travel' to maintain competitiveness.
Technology Integration
The pace at which AI tools will reshape travel discovery and customization.
Segmentation Strategy
Whether niche travel segments can sustain growth amid broader industry shifts.